世纪大学实用行业英语综合教程Unit

1、Unit 5 E-commerce电子商务,Unit5-main,Part IReading,Part II Oral Practice,Part III Mini-Project,Part IV Phrases 2. know about the second generation of e-commerce, i.e. m-commerce; 3. learn the key to the success of A.,Objectives,Learning Objectives,Part II Reading -main,Text AIntroduction to E-commerce,P

2、art I Reading,Text BMobile Commerce,Exercises,Exercises,Text C Amazon Case Study,Exercises,Part IReading Text A,Text A,Part IReading Text A,Introduction to E-commerce,Definition and Types of E-commerce 1 E-commerce (e-commerce) or electronic commerce, a subset of ebusiness, is the purchasing, sellin

3、g, and exchanging of goods and services over computer networks (such as the Internet) through which transactions or terms of sale are performed electronically. Ecommerce can be broken into four main categories: B2B, B2C, C2B, and C2C.,Text A1,电子商务入门 电子商务的定义和类型 电子商务，即electronic commerce, 是电子商业的一大组成部分

4、，指的是通过网络系统如互联网，进行商品买卖、货物交换以及其它服务业务。通过网络媒介，买卖交易业务和合同的签订都是电子化操作。电子商务可以分为以下4大类：企业对企业；企业对消费者；消费者对企业；消费者对消费者。,Chinese Version,Chinese Version,subset /sbset/ n. （大组中的）一部分 category / n. 种类,Words it is now a multi-billion dollar business with operations localized in over thirty countries.,eBay,Notes,auction

5、 / n. 拍卖 forum / n. 论坛,auction,Words this means high levels of global Internet connectivity. Universal standards are standards shared by the world, which means that e-commerce operates on standard platforms with agreed methods and systems.,Text A6,电子商务的特征 普遍性、全球影响力和通用标准 电子商务有8个基本的特征。前3个特征涉及电子商务环境的全球

6、性。普遍性意味着商业交易或活动可以在任何时候、在世界上的任何地方进行。全球影响力是指一个企业能获得的潜在消费者的数量；这意味着高水平的全球互联网连接。通用标准是指世界共享的标准，这意味着电子商务是在拥有协议方法和系统的标准平台上运行的。,Chinese Version,Chinese Version,ubiquity /ju:5bIkwEtI/ n. 普遍存在 potential consumer 潜在顾客,ubiquity,Words this means high levels of global Internet connectivity. Universal standards are

7、 standards shared by the world, which means that e-commerce operates on standard platforms with agreed methods and systems.,Key to Translation,Exercises Translation,4,Key,电子商务有8个基本的特征。前3个特征涉及到电子商务环境的全球性。普遍性意味着商业交易或活动可以在任何时候、在世界上的任何地方进行。全球影响力是指一个企业能获得的潜在消费者的数量；这意味着高水平的全球互联网连接。通用标准是指世界共享的标准，这意味着电子商务是在

8、拥有协议方法和系统的标准平台上运行的。,Part IReading Text B,Text B,Part IReading Text B,Mobile Commerce,1 Mobile Commerce, also known as M-Commerce or mCommerce, is the ability to conduct commerce using a mobile device, such as a mobile phone, a Personal Digital Assistant (PDA), a smartphone, or other emerging mobile

9、equipment such as dashtop mobile devices. Mobile Commerce has been defined as follows:,Text B1,移动商务 移动商务（Mobile Commerce），英文也被称为M-Commerce或mCommerce，是运用诸如手机、掌上电脑（PDA）、智能手机或其它新兴的移动设备（如汽车仪表板面移动设备）进行商务活动的一种能力。移动商务被定义为如下：,Chinese Version,Chinese Version,Mobile Commerce (M-Commerce/mCommerce): 移动商务（又称M-b

10、usiness或Mobile Business）。是电子商务的一条分支，是指通过移动通讯网络进行数据传输，并且利用移动信息终端参与各种商业经营活动的一种新型电子商务模式，它是新技术条件与新市场环境下的一种新的电子商务形态。,Mobile Commerce,Notes,Personal Digital Assistant (PDA): 个人数字助理（又称掌上电脑）。这种手持设备集中了计算、电话、传真和网络等多种功能。它不仅可用来管理个人信息，如通讯录、计划等，更重要的是可以上网浏览，收发Email，发传真，甚至还可以当作手机来用。尤为重要的是，这些功能都可以通过无线方式实现。当然，并不是任何PD

11、A都具备以上所有功能；即使具备，也可能由于缺乏相应的服务而不能实现。在无线传输方面，大多数PDA具有红外和蓝牙接口，以保证无线传输的便利性。许多PDA还能够具备Wi-Fi连接以及GPS全球卫星定位系统。,Mobile Commerce,Notes,smartphone: 智能手机。智能手机的诞生，是掌上电脑（Pocket PC，简称PPC）演变而来的。最早的掌上电脑是不具备手机的通话功能，但是随着用户对于掌上电脑个人信息处理方面功能依赖的提升，由于不习惯于随时都携带手机和PPC两个设备，所以厂商将掌上电脑的系统移植到了手机中，于是出现了智能手机这个概念。智能手机就是一种在手机内安装了相应开放式

12、操作系统的手机。通常使用的操作系统有：Symbian、Windows Mobile、Linux和Palm。他们之间的应用软件互不兼容。因为可以安装第三方软件，所以智能手机比传统的手机具有更多的综合性处理能力功能。智能手机同传统手机外观和操作方式类似，不仅包含触摸屏也包含非触摸屏数字键盘手机和全尺寸键盘操作的手机。但是传统手机使用的都是生产厂商自行开发的封闭式操作系统，所能实现的功能非常有限，不具备智能手机的扩展性。,Mobile Commerce,Notes,A smartphone is a mobile phone built on a mobile operating system wh

13、ich incorporates a palmtop computer or PDA, with more advanced computing capability and connectivity than a feature phone（功能手机）.,Mobile Commerce,Notes,dashtop / n. (汽车)仪表板面,PDA,Words manufacturer product information; Web pages tailored to individual preferences, such as recommendations and notificat

14、ions; 1-Click technology; secure payment systems; image uploads; searching on our websites as well as the Internet; browsing; and the ability to view selected interior pages and citations, and search the entire contents of many of the books we offer with our “Look Inside the Book” and “Search Inside

15、 the Book” features. Our community of online customers also creates feature-rich content, including product reviews, online recommendation lists, wish lists, buying guides, and wedding and baby registries.”,Text C5,我们网站的主要功能包括编辑评论和顾客评论；制造商的产品信息；根据个人喜好量身定制的网页，如推荐和通知等；一键点击购买系统技术专利；安全的支付系统；图片上传；在我们网站以及

16、互联网上进行搜索；浏览；通过我们所提供的在线试读和书内搜索功能的书籍，读者能阅览许多图书精选的内页和引文、并可搜索整本书的目录。我们的网上客户社区还创建了功能丰富的内容，包括商品评论、网上推荐列表、收藏列表、购买指南、以及婚礼和婴儿登记条目等。”,Chinese Version,Chinese Version,1-Click technology: （亚马逊公司的）“一键点击”购买系统技术专利 1-Click, also called one-click or one-click buying, is the technique of allowing customers to make on

17、line purchases with a single click, with the payment information needed to complete the purchase already entered by the user previously.,1-Click,Notes,tailor to 根据调整 interior / a. 里面的，内部的 citation / n. 引文，引证，引用 registry /redVIstri/ n. 登记，注册条目,tailor to,Words & Phrases,11 In practice, as is the pract

18、ice for many online retailers, the lowest prices are for the most popular products, with less popular products commanding higher prices and a greater margin for Amazon. 12 Free shipping offers are used to encourage increase in basket size since customers have to spend over a certain amount to receiv

19、e free shipping. The level at which free-shipping is set is critical to profitability and Amazon has changed it as competition has changed and for promotional reasons.,Text C6,在实践中，亚马逊公司和许多网上零售商的做法一样，最受欢迎的产品价格最低，而不太受欢迎的产品则要价较高，为的是给公司带来更大的利润。 免费送货的优惠是用来刺激购买数量的，因为客户必须要花费超过一定金额才可获得免费送货服务。免费送货的标准设置对公司的盈

20、利是很关键的，随着竞争态势的变化以及促销的原因，亚马逊公司已经改变了这个标准。,Chinese Version,Chinese Version,In practice, as is the practice for many online retailers, the lowest prices are for the most popular products, with less popular products commanding higher prices and a greater margin for Amazon. 在实践中，亚马逊公司和许多网上零售商的做法一样，最受欢迎的产品

21、价格最低，而不太受欢迎的产品则要价较高，为的是给公司带来更大的利润。,practice,Notes,The level at which free-shipping is set is critical to profitability and Amazon has changed it as competition has changed and for promotional reasons. 免费送货的标准设置对公司的盈利是很关键的，随着竞争态势的变化以及促销的原因，亚马逊公司已经改变了这个标准。,level,Notes,13 Amazon communicate the fulfill

22、ment promise in several ways including presentation of latest inventory availability information, delivery date estimates, and options for expedited delivery, as well as delivery shipment notifications and update facilities. 14 This focus on customer has translated to excellence in service with the

23、2004 American Customer Satisfaction Index giving A a score of 88 which was at the time, the highest customer satisfaction score ever recorded in any service industry, online or offline.,Text C7,亚马逊公司用多种方式传播它的订单履行承诺，包括提供最新的库存信息、交货日期估计、快速交货的选项、以及交付装运通知和更新服务等。 这种对客户的重视已经转化成为卓越的服务，2004年美国顾客满意度指数模型给亚马逊网站

24、打了88分，这在当时有记录以来的任何在线或实体服务行业中，都是最高的客户满意度得分。,Chinese Version,Chinese Version,American Customer Satisfaction Index (ACSI): 美国顾客满意度指数。这是一种衡量经济产出质量的宏观指标，是以产品和服务消费的过程为基础的对顾客满意度水平的综合评价指数，由国家整体满意度指数、部门满意度指数、行业满意度指数和企业满意度指数4个层次构成，是目前体系最完整、应用效果最好的一个国家顾客满意度理论模型。 The American Customer Satisfaction Index (ACSI)

25、is an economic indicator that measures the satisfaction of consumers across the U.S. economy. It is produced by the American Customer Satisfaction Index, a private company based in Ann Arbor, Michigan.,ACSI,Notes,expedited delivery 加快交货 delivery shipment notification 交付装运通知,expedited,Words & Phrases

26、,2011 Update on Vision and Importance of Technology 15 According to founder and CEO, Jeff Bezos, technology is very important to supporting this focus on the customer. In their 2010 Annual Report (Amazon, 2011) he said: 16 “Look inside a current textbook on software architecture, and youll find few

27、patterns that we dont apply at Amazon. We use high-performance transactions systems, complex rendering and object caching, workflow and queuing systems, business intelligence and data analytics, machine learning and pattern recognition, neural networks and probabilistic decision making, and a wide v

28、ariety of other techniques.,Text C8,关于公司愿景和技术重要性的2011年最新信息 根据公司的创始人和首席执行官杰夫贝索斯所说，技术对于支撑他们对客户的重视是非常重要的。在他们的2010年度报告（Amazon, 2011）中，他说： “翻开一本最新的关于软件架构的教科书，你会发现几乎没有亚马逊公司不用的模式。我们使用高性能的交易系统、复杂的渲染和对象缓存、工作流程和排期制度、商业智能和数据分析、机器学习和模式识别、中枢网络和概率决策、以及各种各样的其他技术。,Chinese Version,Chinese Version,software architectu

29、re 软件架构 render /rendE/ v. 渲染 cache / v. 缓存 workflow /55:kJ/ n. 工作流程 queuing system 排期制度 data analytics 数据分析 neural / a. (与)神经(有关)的 probabilistic /prbblstk/ a. 概率的,software,Words & Phrases,17 And while many of our systems are based on the latest in computer science research, this often hasnt been suf

30、ficient: our architects and engineers have had to advance research in directions that no academic had yet taken. Many of the problems we face have no textbook solutions, and so we happily invent new approaches” All the effort we put into technology might not matter that much if we kept technology of

31、f to the side in some sort of R&D department, but we dont take that approach. Technology infuses all of our teams, all of our processes, our decision-making, and our approach to innovation in each of our businesses. It is deeply integrated into everything we do”.,Text C9,尽管我们的很多系统是基于计算机科学研究的最新技术，但这往

32、往是不够的：我们的设计师和工程师们不得不提前研究专业学者们尚未涉足的方向。我们所面临的很多问题在教科书上找不到解决方案，于是我们愉快地创造新的方法如果我们在某些研发部门避开技术不谈的话，我们在技术中所投入的全部精力可能就没那么多，但是我们并没有采取这种做法。技术充满着我们所有的团队、我们所有的流程、我们的决策、以及我们在每项业务中的创新方式。技术深深地融入了我们所做的一切。”,Chinese Version,Chinese Version,R&D (research and development): 研究与开发，研究与发展。指在科学技术领域，为增加知识总量（包括人类文化和社会知识的总量），以

33、及运用这些知识去创造新的应用而进行的系统的创造性活动，包括基础研究、应用研究、试验发展3类活动。一个国家的RD水平体现着一国的政治经济实力，一个企业的RD水平，体现其竞争力。国际上的著名企业都把RD视为企业的生命，无不投巨资于RD。,R&D,Notes,academic /kdemk/ n. 专业学者 infuse / v. 注满；充满 integrate / v. 使结合，融入,academic,Words & Phrases,18 The quote shows how applying new technologies is used to give Amazon a competiti

34、ve edge. A good recent example of this is providing the infrastructure to deliver the Kindle “Whispersync” update to ebook readers. Amazon reported in 2011 that A is now selling more Kindle books than paperback books. For every 100 paperback books Amazon has sold, the Company sold 115 Kindle books.

35、Kindle apps are now available on Apple iOS, Android devices and on PCs as part of a “Buy Once, Read Anywhere” proposition which Amazon has developed.,Text C10,这段引言表明了亚马逊公司是如何应用新技术从而给自己带来竞争优势的。最近有一个很好的例子，就是亚马逊公司提供了基础设施，实现了电子书阅读器上Kindle“云同步”的更新功能。亚马逊公司在2011年的报告中称，亚马逊网站上目前电子书的销量已经超过了纸质书的销量。亚马逊公司每售出100本

36、纸质书，就能售出115本Kindle电子书。作为亚马逊公司业已形成的“一次购买，随处阅读”主张的一部分，Kindle应用程序现已可以在苹果iOS和安卓的设备以及个人电脑上进行使用。,Chinese Version,Chinese Version,the Kindle “Whispersync”: Amazon Kindle在中国大陆定名为亚马逊金读，是由A设计和销售的电子书阅读器（以及软件平台）。目前，有5种版本的电子书阅读器，分别为Kindle，Kindle Keyboard，Kindle Touch，Kindle DX和Kindle Fire。Whispersync是亚马逊推出的一项新功能

37、“云同步”，它可以使一台Kindle与另一台Kindle或者移动电话等多种设备间实现自动同步。,Kindle,Notes,The Amazon Kindle is a series of e-book readers now in its fourth generation. Amazon Kindle eReaders enable users to shop for, download, browse, and read e-books, newspapers, magazines, blogs, and other digital media via wireless networkin

38、g. Through a service called Whispersync, customers can synchronize reading progress, bookmarks and other information across Kindle hardware devices and other mobile devices.,Kindle,Notes,Apple iOS: 苹果iOS。是由苹果公司开发的手持设备操作系统。苹果公司最早于2007年1月9日的Macworld大会上公布这个系统，最初是设计给iPhone使用的，后来陆续套用到iPod touch、iPad以及App

39、le TV等苹果产品上。截止至2011年11月，根据Canalys的数据显示，iOS已经占据了全球智能手机系统市场份额的30%，在美国的市场占有率为43%。 iOS (previously iPhone OS) is a mobile operating system developed and distributed by Apple Inc. Originally released in 2007 for the iPhone and iPod Touch, it has been extended to support other Apple devices such as the iP

40、ad and Apple TV.,iOS,Notes,Android: Android是一种以Linux为基础的开放源代码操作系统，主要使用于便携设备。目前尚未有统一中文名称，中国大陆地区较多人使用“安卓”或“安致”。2012年7月的数据是Android占据全球智能手机操作系统市场59%的份额，中国市场占有率为76.7%。,Android,Notes,Android is a Linux-based operating system for mobile devices such as smartphones and tablet computers. It is developed by t

41、he Open Handset Alliance, led by Google. The first commercially available phone to run Android was the HTC Dream, released on October 22, 2008. In early 2010 Google collaborated with HTC to launch its flagship Android device, the Nexus One. This was followed later in 2010 with the Samsung-made Nexus

42、 S and in 2011 with the Galaxy Nexus.,Android,Notes,quote /kwt/ n. 引文，引语 edge / n. 优势，优越之处 infrastructure / n. 基础设施；基础结构 Kindle book 电子书 paperback book 纸质书 app / n. 计算机应用程序,quote,Words & Phrases,Blank Filling,Exercises Blank Filling,1,Complete the following table according to the information in the

43、passage.,Produce a large scale phenomenon like the Amazon River.,offering our customers low prices, convenience, and a wide selection of merchandise,Offer Earths biggest selection and to be Earths most customer-centric company.,Achieving customer loyalty and repeat purchases.,Blank Filling,providing

44、 easy-to-use functionality, fast and reliable fulfillment, timely customer service, feature-rich content, and a trusted transaction environment,for the most popular products, with less popular products commanding higher prices and a greater margin for Amazon,to encourage increase in basket size sinc

45、e customers have to spend over a certain amount to receive free shipping,presentation of latest inventory availability information, delivery date estimates, and options for expedited delivery,give Amazon a competitive edge,Part IIOral Practice1,Part IIOral Practice Topic-related discussion,Discuss t

46、he following questions with your partner.,1,1. Have you ever been a buyer or a seller online? Share your e-commerce experiences with the whole class. 2. Have you ever tried m-commerce? Which mobile capabilities do you like or use most? Why? 3. E-commerce and m-commerce, which one do you think has mo

47、re potential market in the future? Why?,Part IIOral Practice2.1,Part IIOral Practice Mono-Speech,Prepare and deliver a mono-speech according to the following questions.,2,1. Do you want to open a store online? What kind of store would you like to open? You can choose a type of product from the list

48、below or use your own ideas.,clothingfood electronicsbooks stationeryflower,Part IIOral Practice2.2,Part IIOral Practice Mono-Speech,Prepare and deliver a mono-speech according to the following questions.,2,2. How do you open a store online? What are the necessary steps, qualifications and preparati

49、ons? 3. Are there any risks in opening a store online? If so, what are they?,Suggested answers:,Part IIOral Practice2 Answers,Instructions to open a store online: 1. Decide what type of online store you want to start. Choose your own products, sell what you make or have a store selling personalized

50、products through a source, such as Cafe Press or eBay. 2. Choose a name for your business, and register it. Learn the laws of starting an online business. See if there are any local, county or state laws requiring permits. 3. Open a PayPal account to collect payments from credit and debit cards (借记卡

51、) or directly from a customers account. PayPal also offers shopping carts and credit cart logos for your use. 4. Create a website, or have a professional design it, that is easy for the customers to navigate. Go Emerchants offers items to help your customers negotiate your web store. 5. Establish st

52、ore policies on returns. Try to anticipate what types of problems may arise and create policies to address them. 6. Find businesses that will drop-ship your merchandise so you dont have to keep an inventory. If you open an eBay or Cafe Press type store, the shipping calculation tool will be built in

53、 for you. 7. Register your site with as many search engines as you can to help draw traffic to your site. Most search engines, such as Google and Yahoo! let you register free.,Suggested answers:,Part IIIMini-Project,Part IIIMini-Project Work in groups and complete the following task together.,In Aug

54、ust, 2012, the “Price War” between two e-commerce and Shas aroused broad attention. Work in groups of four or five, investigate into these two companies and write a Report based on the following points: 1. The introduction to the two companies. 2. The differences between the two companies, especiall

55、y the type of e-commerce each belongs to. 3. The advantages and disadvantages of each company. 4. The description of the “Price War” and result analysis. 5. Your conclusion and recommendations.,Part IIIMini-Project Answers,Writing tip: Reports should be clearly laid out to make them easy to read. Th

56、ey often include headings such as: Introduction Findings Conclusion(s) Recommendation(s),Suggested answers:,Part IVPhrases & Terms,Part IVPhrases & Terms,potential consumer 潜在顾客 SMS (Short Message (or Messaging) Service) 手机短信服务 security protocol 安全协议 niche market 利润可观的专业化市场；利基市场 brick(s) and mortar

57、business 实体店；实体企业 mobile commerce 移动商务 mobile device 移动设备 Personal Digital Assistant (PDA) 掌上电脑 security vulnerability 安全漏洞 big-box retailer 大型零售商 location-based service 定位服务 barcode scanning 条形码扫描 push notification 推送通知 physical store 实体店铺 bricks and clicks 虚实结合 mobile banking 移动银行,Part IVPhrases &

58、 Terms,Part IVPhrases & Terms,WAP portal 无线应用协议门户网站 loyalty card 会员积分卡 virtual token 虚拟代币 portable audio player 便携式音频播放器 mobile browser 移动浏览器 catalog merchant 产品目录商家 user interface 用户界面 order fulfillment 订单履行 free shipping 免费送货，免运费 expedited delivery 加快交货 delivery shipment notification 交付装运通知 softwa

59、re architecture 软件架构 queuing system 排期制度 data analytics 数据分析 probabilistic decision making 概率决策 R&D (research and development) 研发 ebook reader 电子书阅读器 paperback book 纸质书籍,Part VSurfing the Internet,For more information about the topic of this unit, please search the following websites:,Part VSurfing the Internet,/wiki/360buy /wiki/Suning_Appliance content_15688172.htm war-captivates-china/ ,Video1,Part VIVideo Clip Visit the following website and watch a video clip about “How to Sell on eBay”.,Answer the fo